Weekly PPC Roundup – the Shake Up Edition

After a week of wild weather on the east coast, we present to you a wrap up of what’s been shaking up the search world this week. Let’s start with bing.

Bing is at an all time high for search engine market share according to the most recent Comscore report. Google increased a tenth of one percent, bing increased two tenths of a percent, and Yahoo fell to its lowest market share of 13%.

Things aren’t all good in Bing land, though. Danny Sullivan examines the very real possibility of Yahoo backing out of the Microsoft deal in this article at Search Engine Land. According to the article, there “continues to be a gap between the expected revenue earned per search and what Yahoo hoped its deal with Microsoft would produce.” Consequently, Microsoft is having to make up the difference. What do you think will happen?

Are there changes coming to Google?

At Search Engine Land, Rick Backus speculates as to whether Google is moving toward a Google Marketplace. Yikes! Of course, he points out that since Google earns most of its revenue from ads, it would be counter to their whole current mode.

Search Engine Land presents part 2 in an article series about creative testing for AdWords accounts where author Matt Lawson recommends using dynamic keyword insertion as a creative test. He says to test in groups that have a greater potential to move the needle (aka more volume, more conversions, more revenue) and to limit the number of variables in your tests for proper attribution. Stay tuned for a recap of the final article in this series in August.